Media-PR: Brand Activation Case Study- Tums- dineDK with Coyne PR

Objective

Showcase Tums the very popular, well known OTC heartburn relief brand newest natural product featuring all-natural flavors and ingredients

In a post-Covid world, build awareness for the brand launch through outreach and coverage from health & wellness editors, and journalists

Attract and engage customers and users through media articles and social captures

Strategy & Tactics

Organized multiple in-home cooking experiences for 12-15 journalists throughout the New York Tri-State area in February into early March 2021

Managed all aspects from agency relationship, sourcing tabletop décor& gift bag items, bespoke chocolate creation/development, production of printed collateral, on-site logistics including wine pairings, and running budget

Featured menu for this experience highlighted the flavors of the product which were used throughout the dishes and included heart-burn inducing foods to showcase the new product

Results

Editorial coverage and access to top editors from Shape Magazine, Refinery29, Insider.com, Martha Stewart Living to name a few

This activation increased visibility to dineDK’s Michelin chef services and created a working partnership with Chilewich, a high-end brand of tabletop & home decor who donated mats